I’ve been asked one question in almost every meeting I’ve had with an executive the last few weeks, no matter where I’ve been around the country. It hasn’t been something I’ve heard a lot over the years, which to me signals that organizations are strategically thinking and planning differently as we head into 2026. “Jason, what’s the number one thing that organizations like ours are doing wrong?”   My answer: their go-to-market messaging isn’t strong/crisp/differentiated enou